Same problem all over the DFW Metroplex. The Dealers will advertize on-line the Honda MSRP and when you get to the dealer it has $1000 to $2000 in "dealer adds" on it.
Things like el cheapo window tint for $900!!!!!!
All the dealers whine that they can't make any money selling Fits at invoice.
BS!
Every Fit they sell helps increase their vehicle allotment in the next quarter even if they sold the Fit below invoice.

I found a dealer (Bankston Honda) that was willing to sell me a 2011 Fit right off the truck with no "adds" at a good price.
And so now I own a taffy sport.